Part 1 of my ‘Maximizing Your Tourism Business’s Growth Potential’ series
Who are you speaking to when you post on social media? Do you know? If not, the first step you should take in your marketing is create a customer persona or buyer persona.
This step can be the best thing you can do for your organic marketing because it forces you to speak to one person. Believe me when I say, when you create content to try and appeal to everyone, you will appeal to no one. You need to get specific.
This is not a hard task, in fact you probably already have the information to hand as to who your ideal customer is, if you are established. If you are newly set up, start good habits by recording this information in your business.
See the template here to creating your first customer persona so you can complete it.
As a tourism business, you want to make sure that you’re targeting the right customers. If you’re not reaching the right people, your marketing efforts will fall flat, and you’ll struggle to generate bookings and revenue. That’s why it’s important to identify your ideal customers and target them effectively. In this article, we’ll explore how to do just that.
Step 1: Define Your Ideal Customer
The first step in targeting your ideal customer is to define who that customer is. This involves creating customer personas or profiles that represent your ideal customers. You can create these personas by gathering data about your existing customers, conducting market research, and analyzing your competitors. Some questions to consider when creating your customer personas include:
- What is their age range?
- What is their income level?
- What are their interests and hobbies?
- Where do they live?
- What motivates them to travel?
- What kind of travel experiences are they looking for?
- What are their pain points when it comes to travel?
By answering these questions, you’ll be able to create detailed profiles of your ideal customers. This will help you tailor your marketing messages and offerings to better meet their needs and preferences. There can be a number of different profiles you create.
Step 2: Identify Your Target Market
Once you have defined your ideal customer, the next step is to identify your target market. Your target market is the group of people who are most likely to buy your products or services. To identify your target market, you’ll need to look at the customer personas you created and identify the common characteristics and traits they share. You can then use this information to create a target market profile.
For example, if your ideal customer is a luxury traveler in their 40s with a high income, your target market may be affluent travelers in their 40s and 50s. Once you have identified your target market, you can tailor your marketing messages and campaigns to appeal specifically to this group.
Failte Ireland have identified key segments of the domestic Leisure market for you as follows which you can tailor your product or service to:
- Connected families – families with young children whose core motivation is to spend uality time and frow as a family
- Footloose Socializers – tend to travel as groups of friends, holidays for them are about sharing experiences with people of the same mindset
- Indulgent romantics – couples seeking a romantic getaway where they can reconnect while enjoying wonderful surroundings
You can read more about Failte Irelands domestic market segments here.
Step 3: Reach Your Target Market
The final step in targeting your ideal customer is to reach them through effective marketing channels. This involves creating marketing messages that resonate with your target market and promoting your products or services through the right channels.
To do this, you’ll need to consider which marketing channels are most effective for reaching your target market. For example, if your target market is active on social media, you may want to invest in social media advertising. If they prefer to read travel blogs, you may want to work with travel bloggers to promote your products or services.
By targeting your ideal customer and reaching them through the right channels, you can increase your bookings and revenue, while providing your customers with the travel experiences they’re looking for. Take the time to define your ideal customer, identify your target market, and create effective marketing campaigns, and you’ll be well on your way to success in the tourism industry.
Keep your branding consistent across the various platforms you use, so the customer does not get lost as they reach out to you. Your website logo should be consistent across all your social media so the customers is reassured they are where they want to be and speaking to the right person.
If you haven’t updated your image bank in a while, invest in a good brand photographer. I have used Nicola Kelly Photography many times for branding shots for websites I have built and she is fantastic, great value and her shots sell.
If you have managed to get this far and completed the buyer persona you are well prepared to start speaking to your customers on social media and your website. Make sure its clear and the message you want to tell them is direct. A confusing message is a lost sale. Decide what market you are speaking to in every post and talk only to them.
I hope this helps and if you have any feedback for me drop me a comment below.